Chapter 4 Flashcards
(17 cards)
Classical Conditioning
Unconditioned Stimulus(UCS) → Unconditioned Response → Conditioned Stimulus —> Conditioned Response (CR)
Instrumental Conditioning
Learning to do something because doing it is instrumental to getting a reward
Modeling
Imitating someone we admire
What are examples of learned behavior?
Repeat purchase/use, brand loyalty
What is learned?
Preferences/Tastes & Act
What is cognitive learning?
Rote Memorization & Problem Solving
What is low involvement learning?
Brand name, jingles, slogans, package recognition
What is high involvement learning?
product benefit, long message content
What is a unconditioned stimulus
a stimulus that naturally and automatically triggers a response without any prior learning
What is a conditioned stimulus
a stimulus that after being paired repeatedly with the UCS, begins to trigger a response on its own
What is Stimulus Generalization
A process where a consumer extends a learned response for one stimulus to another stimulus
What is Stimulus Discrimination
A process where a consumer perceives two stimuli to be different and consequently does not apply the same response to both
What is Short Term Memory(Working)
Where information is held temporarily for immediate use or processing
Long Term Memory(Active)
The storage of information over extended periods of time
How does STM & LTM Flow?
External Stimuli flows into Short Term Memory, and then is encoded into the Long Term Memory and then Remembering flows back into the Short Term Memory
Three Ways Information is Encoded in Long Term Memory
Repetition, Mnemonics, Elaboration
What is the concept of an Associated Network of Memory?
Each piece of information or memory is thought of as a node in the network. Nodes are connected by links, which represent relationships between the pieces of information
